Customer Satisfaction Management Paper II

Analysis on Customer Satisfaction of Online Shopping

Abstract: E-commerce in China started at the end of the 20th century, and it has only been more than ten years. Although it has developed rapidly, the shopping mode and service mechanism are not perfect. Compared with the traditional shopping mode, customer satisfaction is not high. Low customer satisfaction will inevitably affect customers' willingness to buy, and then affect the overall income of enterprises. Therefore, it is extremely important to study the influencing factors of customer satisfaction in online shopping. This paper will put forward some suggestions on the influencing factors and solutions of online shopping customer satisfaction.

Keywords: online shopping; Customer satisfaction; promote

With the rapid development of computer and Internet technology, great changes have taken place in the business activities and operation modes of enterprises. In recent years, the development of e-commerce has greatly stimulated the upsurge of online shopping, and more and more merchants have begun to adopt online trade as a new business operation mode. By 2065438+June 2003, the national e-commerce transaction volume reached 4.35 trillion yuan, a year-on-year increase of 24.3%. Among them, the scale of B2B transactions reached 3.4 trillion, a year-on-year increase of 15.25%. The transaction scale of online retail market reached 754.2 billion yuan, a year-on-year increase of 47.3%. There are more than 2.2 million direct employees in e-commerce service enterprises. At present, the number of employment indirectly driven by e-commerce has exceeded160,000. Although e-commerce is growing at a high speed, it is undeniable that the customer satisfaction of online shopping has not been high.

First, the main factors affecting customer satisfaction

According to the monitoring data of China e-commerce complaint and rights protection service platform, in the first half of 20 13, the top ten online shopping complaints were after-sales service, refund, false promotion, return of goods, online fraud, slow delivery, quality problems, online fake sales, order cancellation and energy-saving subsidies.

(1) after-sales problem

In the online shopping process, due to the asymmetry of information, customers want to know more about the goods, and merchants should be able to reply customers' inquiries in time before buying, including delivery problems, returns, refunds and the resulting freight problems. Although the integrity mechanism of shopping platforms such as Taobao is perfect, there is no reason to return the goods in seven days and pay the consumer protection fee first. And other systems, but there are still such and such problems in the after-sales link. In the process of negotiation between the two parties, the seller has a bad attitude or the result can't satisfy the buyer. Every store has different ways to deal with the freight burden caused by the return problem, even if some stores promise to bear it? Commodity quality problem? However, if the buyer and the seller can't reach an agreement on whether it is a quality problem, it will easily lead to disputes over the cost of returning goods.

(2) Communication problems

Communication disputes include communication attitude disputes and communication effect disputes. Online communication is directly related to the elimination of misunderstanding: the transaction with communication between buyers and sellers has a higher success rate and fewer disputes than the transaction without communication. Judging from the rating feedback, lack of communication is a factor leading to auction disputes. The uneven number of customers, online time and quality in each store often leads buyers to complain about poor customer service attitude or the inability of buyers and sellers to communicate effectively, especially in stores with large transaction volume, which are prone to such disputes and have no time to explain, so that buyers can give negative comments. Sellers can reduce such disputes by improving customer service level, thus improving the favorable rate.

(3) false propaganda

In recent years, e-commerce platforms have used Singles Day to carry out large-scale promotional activities. It has produced strong economic benefits, but it is generally believed in the industry that there is a situation of inflated prices and then discounts. While shopping, do consumers reflect activities? Did not achieve the ideal discount? . In addition, for such a large-scale business, in order to ensure adequate supply, mass production is often carried out, which also ensures quality.

(4) selling fake goods online

China's online market is full of fake goods, such as Taobao, which is considered as the world's largest platform for selling fake goods in addition to its low price. Of course, this is related to the characteristics of the online market. First of all, the online market is difficult to supervise, which makes fake goods have a breeding ground. In addition, consumers in the market have demand for shanzhai products, and get brand effect at a small cost, but most consumers will believe it and be cheated.

(5) Receiving goods

In online shopping, the barrier of time and space makes the distribution of goods generally realized through third-party logistics companies. Receiving disputes include disputes caused by third-party logistics companies and disputes caused by sellers' delayed delivery or non-delivery, which often lead to buyers' comments or bad reviews on sellers. In particular, large-scale activities such as Singles' Day are a great challenge to China logistics, which leads to warehouse explosion and delayed delivery.

There are more than these factors that affect customer satisfaction in the online market. Small details will affect customer satisfaction. The key is how online sellers concentrate on business and solve every problem in the business process.

Second, online shopping measures to improve customer satisfaction

(1) commodity problem

Commodity problems include the following four situations: the goods are inconsistent with the description, the quality of the goods, the price of the goods, and the seller sends the wrong goods. Commodity description should not only be detailed, but also be consistent with things, providing customers with real and effective commodity information and improving customers' trust in online shopping. In the description, the shape, size, weight, color, model, old and new degree of goods are expounded in detail. It is the most basic requirement to do a good job in network management to improve product quality and ensure product quality without false propaganda and exaggeration of product description.

(2) Pay attention to customer problems

Only by paying attention to the customer's evaluation, understanding the real needs of customers, accepting it humbly and correcting it quickly can we finally form a win-win situation. Many times, customer complaints are an important resource for shopping websites. Only by having a perfect customer service system such as complaint center and customer service recovery center and creating service advantages can we maintain high customer satisfaction and establish good customer relations; On the other hand, efforts should be made to improve the response speed of web pages, especially on festivals such as Double Eleven and Double Twelve, which require very high network response speed. Online shoppers choose online shopping because it is convenient and fast. If a website takes a long time to load and the response time is slow, shoppers will often lose patience and switch to other websites. We should face up to the customer's dissatisfaction objectively and can't avoid the short board effect. Therefore, in order to make up for the deficiency, we must complain about manpower from customers, find the crux and try our best to make up for it.

(3) Pay attention to personalized shopping experience

Personalized services such as online shopping recommendation, product customization and online design will improve customer satisfaction. Shopping websites can be self-service or customized services, allowing customers to do it themselves according to their own needs. Shopping websites only need to provide infrastructure and technology with perfect performance. At the same time, the idea of soft marketing is integrated into the operation of shopping websites, and various functions of websites are designed and improved from the customer's point of view, so that customers can have a pleasant online shopping experience, thus generating word-of-mouth effect and enhancing customer loyalty. If merchants provide customized services to customers and meet their specific needs, it will promote customers' repeated purchase behavior.

(4) Reduce the perceived risk. Consumers often check the credibility of online stores before making online shopping decisions. Therefore, corporate reputation will have an impact on customer satisfaction of online shopping. Customers' trust in shopping websites is the premise of accepting and adopting online shopping mode, and the relevant policies of online trading and privacy protection of websites are clarified to alleviate customers' privacy concerns. Make full use of various communication channels to communicate with customers in time to reduce the perceived risk of customers' shopping.

(5) Innovative logistics cooperation

Due to the virtual nature of online shopping space, buyers and sellers may be far apart in reality. Therefore, whether goods can be delivered to buyers quickly and safely, as well as good follow-up services such as return and exchange, are the direct and important reasons that affect customers' consideration of whether to choose online shopping. It can be said that the quality, efficiency and convenience of logistics distribution is a bottleneck in the development of online shopping, which puts forward high requirements for the efficiency of logistics distribution. From the perspective of logistics and distribution, online shopping consumers in China complain a lot about logistics and distribution, and sometimes the goods they receive are different from those ordered on the website. Then the time of domestic logistics distribution is too long; At the same time, long-distance delivery will cause packaging damage, which will undoubtedly reduce customer satisfaction. In order to minimize this negative impact, we need to make more efforts in logistics distribution, actively explore new logistics distribution models, and determine the logistics model suitable for customers according to our own economic strength and logistics management level.

(6) website design brings forth the old and brings forth the new

The formulation of the homepage column should reflect the appearance style of the shopping website, discard the old and take the new, constantly improve and perfect the formulation method and content of the column, and give customers a psychological feeling of fashion, easy discovery and thoughtful service. Taobao will update the homepage content every once in a while. The appearance of the new homepage is more in line with people's consumption and buying habits, and the interface is more friendly and more in line with people's visual feelings. For customers, the freshness created constantly makes his website more cohesive.

(7) Network protection and privacy protection

Online customers are generally worried about the information security of electronic transactions. This mainly involves the storage of transaction information and the identification of both parties, and pays attention to the confidentiality, integrity and authenticity of information. To prevent information leakage, information theft, information fraud, data tampering and other illegal acts, and create a safe and comfortable shopping environment for online customers.

E-commerce is a big cake. From the transaction data in recent years, we have realized that its prospect and trend are very obvious and optimistic. Under the excellent background, online sellers should give full play to their business, because the future competition is not price competition or commodity competition, but how to compete with customer satisfaction.

References:

[1] Li Zhenting. Research on website service quality, third party logistics and customer satisfaction. Economic management space, 20 1 1.

[2] Cha Jinxiang, Wang Lisheng people. An empirical study on the influencing factors of online shopping customer satisfaction. Management Science, 2006(2)

[3] Hu. An empirical study on the influencing factors of online customer attitude and loyalty. Journal of beijing institute of technology, 20 10(6).

[4] Yang Lichai. Study on service quality, customer relationship benefits and satisfaction of shopping websites. Master's degree thesis of Zhejiang Gongshang University, 2008( 12).

[5] Li Hongwei. Analysis of online shopping customer satisfaction. Liaoning. Commercial economy, 20 1 1.

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